CONCEPTUAL

FRAMEWORK

Gartner Model

The Forrester Model

Adrian Paynes Framework

5 key cross functional

approach(Payne)
The Strategy Development Process
The value creation process
The multi-channel integration
process
The information management
process
The performance assessment
process

The Strategy Development Process

Who are we what do we want to achieve?
Who are the customers that we want and how should we
segment them?

The value creation process

How should we deliver value to our customers?
How should we maximize lifetime value?

The multi-channel integration process

What are the best ways for us to get to customers and customers
to get to get to us?
What does an outstanding customer experience, deliverable at an
affordable cost, look like?

The information management process

How should we organize information on customers?
How can we create corporate memory of customers and use
this to improve our CRM activities?

The performance assessment process

How can we create increased profits and shareholder value?
How should we see standards, develop metrics, measure our
results and improve our performance?